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The advantages and disadvantages of global marketing standardization are well documented. Managers, however, often view the standardization versus adaptation debate as a black and white issue. Yet there is an important middle ground which, for example, includes the use of standardized international branding together with the adaptation of product specifications to national preferences. Such fine‐tuning can lead to substantial competitive advantages for internationally active companies. Suggests a methodology that can be employed for assessing the scope for product standardization. Using the newly created European Union as an empirical backdrop, focuses on product attribute preferences of British and German consumers with regard to automobile purchases. The application of a partially‐individualized conjoint analysis enables the quantification of the expressed preferences in each country and provides managerially relevant information on the product attributes that should or should not be standardized.

A review of the literature suggests that traditional segmentation variables (socio‐demographics) and personality indicators are of limited use for characterizing the green consumer. Explores the extent to which variables, specific to environmental consciousness, are better able to explain consumers’ pro‐environmental purchasing behaviour. Two conceptualizations of the purchasing domain are addressed, namely general green purchasing behaviour and specific purchasing habits relating to five green product categories. Two data sets are used in the analysis, namely marketing students and members of the United Kingdom general public. Suggests that measures of environmental consciousness are closely linked to environmentally‐responsible purchasing behaviour, although the strength of the relationships varies according to sample type, the conceptualization of the purchasing domain and the particular product category at issue.

Set in the newly emerging hybrid product research stream, and reflecting trends towards multi‐national production and sourcing, this paper aims to present a three‐country study on perceived quality and image of automobiles “made in and for” Southeast Asia.

The authors used a multiple cue design in the stimulus definition, reflecting assembly and component origin plus warranty level. Actual car owners were targeted, thereby adding to a relatively low number of studies requiring actual prior purchase. The related face‐to‐face interviews in the local languages resulted in 720 usable questionnaires.

Country‐of‐assembly is shown to affect perceived quality as well as perceived image. Warranty extension can moderate the quality effects to some extent, whilst buyers of luxury models display a smaller positive home bias in terms of perceived image than those of non‐luxury models. Such home region bias is not demonstrated to be significant for country‐of‐components.

The paper contributes towards ongoing theory‐building, especially with regards to an optimum level of origin cue decomposition. It also establishes the importance of adding image perception measurement to the arsenal of origin researchers normally focused on quality effects.

Managers need to make strategic decisions on the decomposition of product origin cues, reflecting consumers' abilities to notice several such cues. The selected product origin cues must then be supported with appropriate communications strategies.

For the first time, origin effects are demonstrated for the Southeast Asia region. The paper establishes the significance of country‐of‐target and contributes to research on the ever more complex product origin construct.

The growing global public concern for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental labels. It suggests that accuracy in label information is relevant so as to allow consumers to make an informed choice. This paper proposes that consumers can be grouped using a matrix of four different environmental positions. The results of these grouping are more likely to provide an effective profile of a green consumer, enabling marketers to segment and target these groups based on a clear understanding of consumer behaviour.

This paper aims to explore the growth of the South African additive manufacturing (AM) industry over the past 31 years through the lens of the innovation system (IS) perspective, examining the actor dynamics and mechanisms that facilitated or hindered the industry’s development.

The study used a case study research approach, analysing semi-structured interviews with eight South African AM experts and documentary evidence. The IS framework and the realist evaluation perspective were used, using a context-intervention-mechanism-outcome (CIMO)-based event history analysis (EHA) framework to explore the actor dynamics and mechanisms of the case study.

The study used a case study research approach, analysing semi-structured interviews with eight South African AM experts and documentary evidence. The IS framework and the realist evaluation perspective were used, using a CIMO-based EHA framework to explore the actor dynamics and mechanisms of the case study.

This paper contributes to the South African AM industry literature by providing an overview of the industry events over the past three decades and analysing the industry through the IS framework. The study is among the first to analyse the development of the South African AM industry, presenting innovation scholars and managers with valuable decision-making support by providing insights into the innovation activities performed during each stage of the industry’s development, who performed them, the sequence in which they were performed and the outcomes they delivered.

Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand citizenship behaviour (BCB) directly and indirectly through job satisfaction and affective brand commitment.

A field-survey method was used to target customer-contact employees of luxury chain hotels. Regression-based approach and bootstrap method (via PROCESS MACRO, Model 6) were applied to test the direct and indirect effects.

The results show that perceived external brand prestige has a strong direct effect on BCB. Through mediation analysis, this study observes that job satisfaction and affective brand commitment have significant mediation effects (i.e. individual, parallel and sequential) between employee branding dimensions and BCB. Analysing the results precisely, job satisfaction and affective brand commitment have the lowest sequential mediation effect and the greatest parallel mediation effect concerning the said relationships.

This study is novel in applying a three-path mediation model in the Indian hospitality context, considering a multi-dimensional perspective of employee branding to capture its diverse impact on BCB directly and indirectly through job satisfaction and affective brand commitment. Moreover, this study advances employee branding research by considering the under-investigated mediating (individual, parallel and sequential) role of job satisfaction and affective brand commitment.

The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand commitment (BC).

A comprehensive literature review is undertaken to develop the proposed model. The sample consists of three separate cases, a financial services firm, a multinational telecommunications company, both based in South Africa, and a regional grocery chain operating in the USA. Useable samples of 154, 96 and 241 were achieved for the three cases, respectively. In all cases, the majority of the respondents were customer contact employees.

The structural models showed some surprising results, the major one being that brand proselytization is not a component of BCB. Despite using the same instrument, the levers that drive IBM were different in each of the three cases and different from previous studies.

The results of this research indicate that IBM and BCB are contextual. This implies that a universal instrument to measure these constructs has yet to be developed, representing an interesting avenue for future research.

Regarding employees as internal customers and including them in various marketing initiatives and brand-orientated human resource practices (recruitment, induction and training) are key to a successful IBM program.

A comprehensive model for the outcomes of IBM was developed and tested, linking it to BCB and IS through JS and BC. It is the first time that research has been conducted with customer contact employees only.

The principal aim of the present study was to identify and model the subject structure of the research area on collaborative information behaviour (CIB).

A qualitative, inductive and exploratory approach was adopted, and the method of thematic analysis was used. This study was based on the analysis of 79 publications selected from the Library, Information Science and Technology Abstracts (LISTA) database in April 2019.

Collaborative and collective information behaviours were differentiated, and the subject structure of the CIB research area was identified to contain collaborative activities oriented to both information access and content, their various conditions, means of conducting, experiences of selected communities and metascientific research on the area itself.

The limitations result primarily from relying on the research material selected from the database (LISTA) focussed mainly on the issues of library and information science.

This study contributes by proposing an original model of the CIB research area representing its subject structure and providing a coherent list of subjects of interest to CIB researchers. Hopefully, it will also contribute to the harmonisation of terminology related to this research area and thus facilitate communication between CIB researchers and accelerate the cumulative development of scientific knowledge on CIB.

This study aims to test the central role of the perceived reputation of country-of-origin (COO) firms between cultural and socio-psychological variables and management and economic variables that help to explain the multi-faceted phenomenon of COO on a developing market. It also tests the moderator role of ethnocentrism, which is the objective of recommending different segment marketing strategies for international firms.

The study opted for the structure equation modelling methodology to analyze data collected from 274 Mexican car owners who evaluate Korean automobiles.

The results show that the COO reputation of firms from a developing market has a mediating role on the relationship between cultural openness and animosity and trust, risk and purchase intention, but the consequents of the perceived reputation of COO vary depending on the level of consumers’ ethnocentrism.

Firms seeking to internationalize need to find out how to overcome the hurdle of target market animosity, to increase the cultural openness and to promote trust and purchases in international markets; at the same time, they reduce the perception of risk. In this sense, it might help to increase the perceived reputation of COO firms and to use different marketing strategies according to the target market.

This study analyzes reputation of firms associated to a COO as a signal that can help to solve purchase decisions in the relationship between consumers and firms from developing markets and also corroborates its role as a mediator factor. In addition, this study empirically tests how animosity and cultural openness influence perceived reputation of COO firms, relationships that has scarcely been studied in literature. This study has also found that less and more ethnocentric consumers have differences in how the COO cues influence on their evaluations and behaviour. Finally, as insufficient consumer research has been conducted into emerging and developing markets, this study focuses on consumers from a developing country and regards automobiles from an emerging country.